What sets Yoyo Cao (left) and Tao Liang (centre) apart from influencers in the United States and Europe? They can sell to consumers through social media much more easily, and make no bones about the commercial nature of their act. Photo: Getty Images for GucciWhat sets Yoyo Cao (left) and Tao Liang (centre) apart from influencers in the United States and Europe? They can sell to consumers through social media much more easily, and make no bones about the commercial nature of their act. Photo: Getty Images for Gucci
What sets Yoyo Cao (left) and Tao Liang (centre) apart from influencers in the United States and Europe? They can sell to consumers through social media much more easily, and make no bones about the commercial nature of their act. Photo: Getty Images for Gucci

How ‘see now, buy now’ culture and superior social media apps put Chinese influencers way ahead of those in the West

  • China’s key opinion leaders on social media have weathered the coronavirus storm quite well, while influencers in the West have seen their earnings plunge
  • Western influencers haven’t lost relevance thanks in part to political activism, even if they can’t sell through Instagram as easily as KOLs do on Chinese apps

Topic |   Fashion
What sets Yoyo Cao (left) and Tao Liang (centre) apart from influencers in the United States and Europe? They can sell to consumers through social media much more easily, and make no bones about the commercial nature of their act. Photo: Getty Images for GucciWhat sets Yoyo Cao (left) and Tao Liang (centre) apart from influencers in the United States and Europe? They can sell to consumers through social media much more easily, and make no bones about the commercial nature of their act. Photo: Getty Images for Gucci
What sets Yoyo Cao (left) and Tao Liang (centre) apart from influencers in the United States and Europe? They can sell to consumers through social media much more easily, and make no bones about the commercial nature of their act. Photo: Getty Images for Gucci
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